Out-of-home (OOH) giant oOh!media is powering ahead with its national roll out of digital large format signs across the country with expectations it will complete 50 print-to-digital conversions by the end of 2016.

oOh! has already finalised conversions of 15 static roadside signs to digital since the beginning of the year, taking its number of digital large format roadside signs from 26 to 41.

Among the conversions is a brand new digital display which went live today in Sydney’s Olympic Park precinct – touted as the only digital billboard on the A3 that connects the city’s southern and northern suburbs.

Chief executive for oOh! Brendon Cook says the company’s fast-tracked conversion of classic printed signs to digital is a reflection of market demand for electronic media.

“Our end-to-end digital strategy aims to help advertisers gain deeper engagement through meaningful and innovative content and the introduction of technology that drives interactivity,” says Cook.

[Related: oOh! campaign to protect Aussie soldiers]

However Cook also maintained the traditional print sign will always have an place in oOh!’s billboard inventory, and says an important asset in any advertising campaign.

“Advertisers are now understanding the value of having a strategic mix of classic and digital signs in their Out Of Home campaigns,” he says.

oOh! also plans to roll out 25 large format digital screens for the retail industry which makes part of its new Evoke brand, expected to be installed in 73 prominent locations.

The OOH group also says a combination of print and digital in advertising results in a brand awareness spike of 31 per cent and brand perception increased by 61 per cent.

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